Upload
visit-philadelphia
View
222
Download
0
Embed Size (px)
Citation preview
8/9/2019 2015 Visit Philadelphia Annual Report
1/10
2015 ANNUAL REPORTTELLING PHILADELPHIA’S STORIESAND GETTING PEOPLE TO VISITSINCE 1996
VISIT PHILADELPHIA VISIT PHILADELPHIA
BUCKS | CHESTER | DELAWARE | MONTGOMERY | PHILADELPHIA COUNTIESBUCKS | CHESTER | DELAWARE | MONTGOMERY | PHILADELPHIA COUNTIES
8/9/2019 2015 Visit Philadelphia Annual Report
2/10
FUNDING SOURCES
THE BOARD& SOME BASICSEXECUTIVE MESSAGE, SPONSORS & FUNDING
BOARD OF DIRECTORSManuel N. Stamatakis, ChairCapital ManagementEnterprises
Rhonda R. Cohen, Esquire,Vice Chair
Robert AsherAsher’s Chocolates
Darwin R. Beauvais, EsquireZarwin Baum DeVito KaplanSchaer Toddy, PC
Robert W. BogleThe Philadelphia Tribune
Carl M. BuchholzDLA Piper
Craig R. CarnaroliUniversity of Pennsylvania
Nicholas DeBenedictisAqua America, Inc.
John H. Estey, EsquireHershey Trust Company
James F. Kenney
Brent MartinFour Seasons HotelPhiladelphia
Kevin T. MurnaneDoubletree by HiltonPhiladelphia Center City
Marsha R. Perelman
The Franklin Institute
Desiree Peterkin-BellCity of Philadelphia
William R. Sasso, EsquireStradley Ronon Stevens &Young, LLP
Greg StaffordThe Inn at Penn, A Hilton Hotel
Richard W. VagueThe Governor’s WoodsFoundation
Governor Tom WolfCommonwealth ofPennsylvania
Mayor Michael A. NutterCity of Philadelphia
Fred A. Shabel, ChairmanEmeritusComcast Spectacor
Meryl LevitzVISIT PHILADELPHIA
EXECUTIVE MESSAGEPhiladelphia is a very different place than it was
two decades ago—thanks to new museums, shiny
stadiums, pop-up and permanent parks, sky-high
office buildings, buzzed-about restaurants, more tour
options than we can count, a growing city population,
and, of course, plenty of history. For 19 years now,
we at VISIT PHILADELPHIA have marketed all of these
wonderful developments, shaping the story and
shaping the region’s image right along with it.
Our strong and consistent efforts—along with those
of our many partners—aimed specifically at the leisure
segment have yielded impressive results. In fact, since
we started marketing, we’ve seen a 90% increase in
overnight leisure visitation to Greater Philadelphia.
Forbes recently said, “The city of brotherly love is having
a moment.” We believe it’s much more than that.
Sincerely,
Manny StamatakisChairVISIT PHILADELPHIA Board of Directors
Meryl LevitzPresident & CEOVISIT PHILADELPHIA
A THOUSAND THANKS
Big thanks to the valued partners that helped make
possible this report and our Hospitality Leaders Report
to the Industry: presenting sponsor PNC Bank, alongwith Morris Publications’ Where Philadelphia andKYW Newsradio1060.
HOTEL TAX 83%
COMMONWEALTH
OF PA GRANTS 4%
OTHER REVENUE
13%
ALLOCATIONS
MARKETING 85%
DEVELOPMENT 4%
ADMINISTRATION 11%
Photos by D. Cruz, M. Edlow, M. Fischetti,
C. Gabello, R. Kennedy, N. Santos &
J. Varney for VISIT PHILADELPHIA®
8/9/2019 2015 Visit Philadelphia Annual Report
3/10
WHAT WE DO& HOW WE DO ITBUILDING IMAGE, DRIVING VISITATION
& BOOSTING THE ECONOMY
LOOKING AHEAD
Major events enrich Philadelphia’s calendar over the next couple of years—think
World Meeting of Families and the papal visit, the Forbes Under 30 Summit andthe Army-Navy Game in 2015 and the Democratic National Convention in 2016.We’ll leverage these blockbusters to drive record visitation, maximize economic
impact, amplify our marketing reach and encourage return visits. It’s important tonote that while major events like these still drive visitation, they’re no longer the
only driver. People now know that it’s always a good time to visit Philadelphia.
HOW WE ACHIEVE OUR MISSION
We showcase and strengthen thePhiladelphia brand through well-rounded and high-impact marketingefforts that include:
Advertising: With Love/Phillyosophy forgeneral appeal, along with several nichecampaigns to broaden our reach
Communications: Compelling content+ strong media relations = 5,100
editorial stories placed in 2014Websites: Record visitation (14.9 million)on visitphilly.com and uwishunu.comin 2014
Social Media: More engaged fans andfollowers than ever—800,000 andcounting
Event & Attraction Promotion: Newreasons to encourage visitation—alwaysa good thing
Hotel Promotion & Packages: 14,000bookings of our Visit Philly OvernightHotel Package in 2014 alone, along withpromotion of hotel-specific packages
Special Projects: Visit Philly BeerGarden Series and the New Americans
Tour, encouraging people to come earlyor stay longer
Partnerships & Sponsorships: Using our collective branding andmarketing power to build imageand visitation
We get people to visit Philadelphia. It’s our name and ourmission. And in achieving this mission, we help build theregion’s image, drive visitation and boost the economy.
OUR MISSION
Our formula for marketing
success includes acombination of paid,
owned and earned media.
Paid MediaAdvertising: paid searchengine marketing, out-of-
home and digital ads, paid
ads and promotions on
social media
Owned MediaDigital Properties:
websites, blogs,
social media
Earned MediaPartner Networks:
media stories,
influencer outreach,
word-of-mouth
PAID
EARNED OWNED
8/9/2019 2015 Visit Philadelphia Annual Report
4/10
40 MIL
30
MIL
20 MIL
10 MIL
0
OVERNIGHT LEISURE
7.3 MILLION
OVERNIGHT LEISURE
13.9 MILLION
27 MILLION
TOTAL VISITATION
39.7 MILLION
TOTAL VISITATION
20141997
GREATER PHILADELPHIA VISITATION39.7 MILLION VISITORS SET A RECORD
90%increase in overnightleisure visitation(That includes people
who stay in hotels and
those who stay with
family and friends in all
five counties.)
Overnight leisure
visitation has been
the fastest-growingsegment since 1997.
88% of those 39.7 million visitorstraveled for a leisure purpose.
That means 34.9 million peoplewere here to have fun.
$28.6 million every day
92,000 jobs supported
$655 million in taxrevenue generated
(local and state)
in taxes each year
thanks to visitor
spending
SAVE $434
$10.4 BILLIONIN ECONOMIC IMPACT
(Tourism Economics and Longwoods International)
REGIONAL
HOUSEHOLDS
Overnight Leisure Day Leisure Overnight Business Day Business
8/9/2019 2015 Visit Philadelphia Annual Report
5/10
90.4% NEW YORK CITY
88.2% PHILADELPHIA
84.8% BOSTON80.7% BALTIMORE
78.7% WASHINGTON, DC
30.7%
INDIVIDUAL
LEISURE
2.8%
AIRLINE CREWS
2.2%
GOVERNMENT
30.9%
COMMERCIAL
BUSINESS 33.5%
GROUP
HOTEL, CONVENTION CENTER
& NONCONVENTION CENTER
0
200
K
400 K
600 K
800
K
1 MIL
1 9 9 7
2 0 1 4
254,000
3.1 MILROOM NIGHTS
948,000
LEISURE HOTELROOM NIGHTS
Up 273% since 1997
2014 HOTEL MARKET MIX
Leisure is a major driver of
hotel occupancy.
THE LEISURE STORYIS A SUCCESS STORYCENTER CITY HOTEL STATS
LEISURE: NOT JUST FOR WEEKENDS
Weekends aren’t the only time leisure travelers are coming to Philadelphia. You can
see tourists every day of the week, especially from June through October, when:
34% of all hotel room nights were booked by leisure travelers.20% of all weekday hotel room nights were booked by leisure travelers.
(PKF Consulting and Smith Travel Research)
SATURDAY HOTEL OCCUPANCY: NORTHEAST CITIESPhilly’s Saturday occupancy is
second only to New York City
among major northeast cities.
8/9/2019 2015 Visit Philadelphia Annual Report
6/10
YOU’RE NEVERTOO OLD FOR A
SLEEPOVER.Book the Visit Philly Hotel Deal.
THE BEST BAGELS ARE SOFT
PRETZELS.
HISTORY LOVES AN
AUDIENCE.
MARKETING CAMPAIGNSINTEGRATED, EFFECTIVE & APPEALING
TO VARIED AUDIENCES
Placed hundreds of
art-focused editorial
stories, ran ads on
high-impact sites and
in major publications
and continued to makevisitphilly.com/withart
a go-to source for
art lovers
Created news by
developing the New
Americans Tours, a
self-guided walking tour
through the sites that tell
the story of the nation’s
founding for thosestudying to become
Americans
Celebrated the
legalization of
same-sex marriage
in Pennsylvania
with a “Brotherly or
sisterly, love is love”
Phillyosophy that wasa hit on social media
Promoted 15
charming towns and
neighborhoods; added
a 40-page section on
visitphilly.com/towns;
and created a dozennew Phillyosophy ads
WITH LOVE, PHILADELPHIA XOXO®
Our popular advertising campaign evolved into Phillyosophy last year, and we
continue to fine-tune this image-heavy campaign to ensure that it’s compelling and
persuasive. That it conveys the city’s confidence. And that it encourages people to
visit, feel the love, return the love and, most importantly, return to the city with love.
8/9/2019 2015 Visit Philadelphia Annual Report
7/10
14.9 MILLION VISITS IN 2014
VISITPHILLY.COM& UWISHUNU.COM
DRIVING CLICKS AND ATTENDANCE TO PARTNERS
Visitphilly.com and uwishunu.com
sent 3 million clicks to partnerwebsites in 2014.
150+ partners have gained additionaladvertising exposure on visitphilly.com in the
past two years.
The websites are top referrers for many areaattractions, including the Delaware River
Waterfront Corporation, Wawa Welcome
America!, The Franklin Institute, Philadelphia
Museum of Art, Barnes Foundation,
Independence National Historical Park and
Independence Visitor Center.
CONVERTING RESIDENTS INTO AMBASSADORS
52% of website traffic comes from the
Philadelphia DMA (designated marketing area).
Since the DMA covers 18 counties, those
users include both Philly residents and those
who live more than an hour from the city.
On our websites, they discover new
restaurants, museums, gardens, festivals,
exhibitions and attractions. And since they
come from all over the tri-state area, they
also book hotel rooms.
What’s more, people who live in and near
Philadelphia invite friends and family to
visit, and act as their personal tour guides.
When they use our websites, they become
informed and invested ambassadors and
extend VISIT PHILADELPHIA’s digital reach
even further.
(visitphilly.com and uwishunu.com user surveys, 2014)
of users said
visitphilly.com and
uwishunu.com improved
their impressions of
Philadelphia.
said the websites
increased their interest
in visiting.
said the websites
helped them find more
things to see and do in
Philadelphia.
76% 74% 93%
“VisitPhilly
punches above
its weight in
all possible
ways.”
– Skift
(travel industrynews website)
IMAGEBUILDING& VISITATIONDRIVING POWERHOUSES
8/9/2019 2015 Visit Philadelphia Annual Report
8/10
800,000
FANS ANDFOLLOWERSAND ALWAYSGROWING
SOCIAL MEDIADIRECTTOTRAVELER CONVERSATIONS
#VISITPHILLY100,000 TIMES
People have used the hashtag #visitphilly more
than 100,000 times on Instagram. They’re our
Philadelphia ambassadors.
VALUABLEDISTRIBUTIONTOOL
Social media sends millions of visits to ourwebsites, where people become more invested
in traveling to Philadelphia. In one year, social
channels sent the equivalent of $2.3 million inpaid Google Search to our websites.
of out-of-towners reported
increased interest in visiting
because of the socialaccounts.
of people attended an event/
attraction after reading
about it on the social
accounts.
out-of-town respondents
have booked a hotel
room based on a social
media post.
BY NUMBERS OF FANS& FOLLOWERS
1. Las Vegas
2. Discover Los Angeles
3. Visit Orlando
4. San Francisco Travel
5. Visit Philly
6. Visit San Diego
7. NYCGO
8. Destination DC
9. Visit Austin, Texas
10. Visit Savannah
11. Choose Chicago
12. Visit Baltimore13. Boston USA
BY ENGAGEMENTLIKING, SHARING, COMMENTING
1. Discover Los Angeles
2. Las Vegas
3. Visit Philly
4. San Francisco Travel
5. NYCGO
6. Visit San Diego
7. Visit Savannah
8. Visit Orlando
9. Visit Austin, Texas
10. Boston USA
11. Choose Chicago
12. Destination DC13. Visit Baltimore
(Sparkloft Media)
(Visit Philly Social Media Survey, 2014)
86%
80%
1 OUTOF 4
TOP U.S. CITIES ON SOCIAL MEDIA
8/9/2019 2015 Visit Philadelphia Annual Report
9/10
PARTNERSHIPS DELIVERFOR US, FOR OUR PARTNERS,
FOR PHILADELPHIA
JOINT MARKETING PROGRAM
A core initiative for us since 2011, our Joint Marketing
Program enables VISIT PHILADELPHIA and our
partners to extend the reach and frequency of the
With Love advertising campaign, ensuring high-
impact placements in markets and mediums that we
couldn’t afford on our own.
CUSTOM PARTNERSHIPS
We teamed up with local and national partners tocreate customized programs that conveyed our
Philadelphia message to consumers in a strong and
consistent way. Here are a few examples:
Brand USA: Matching-funds marketing campaignin Canada
Delaware River Waterfront Corporation: PopularWith Love–branded chairs at Spruce Street Harbor
Park and Blue Cross RiverRink WinterfestDi Bruno Bros.: 25,000 postcards about great Phillyholiday traditions in five stores
Dilworth Park: The iconic With Love signature allover the dasher boards of the Rothman Ice Rink
Saxbys: A free iced coffee giveaway on Fridaysin August
U.S. Travel Association: Key contributor to its Project
Time Off initiative, formerly the Travel Effect
Zipcar: Ziptrips to encourage easy trips to thesuburbs as part of our Towns of the Philadelphia
Countryside campaign
Go to visitphilly.com/partnerships for partnership opportunities.
The Academy of NaturalSciences of DrexelUniversity
Adventure Aquarium
Amtrak
Barnes Foundation
Benjamin Franklin
Museum
Chester CountyConference andVisitors Bureau
CityPASS
Delaware County’sBrandywine Conferenceand Visitors Bureau
The Franklin Institute
Longwood Gardens
National ConstitutionCenter
National Museum ofAmerican Jewish History
Opera Philadelphia
Peddler’s VillagePenn Museum
PennsylvaniaHorticultural Society
Philadelphia InternationalFestival of the Arts
Philadelphia Museumof Art
The PhiladelphiaOrchestra
Philadelphia Union
Please Touch Museum®
Sesame Place
SugarHouse Casino
Valley Forge Tourism &
Convention Board
Visit Bucks County
A LOOK AT OUR25 JOINT MARKETINGPARTNERS:
8/9/2019 2015 Visit Philadelphia Annual Report
10/10
MAKING HEADLINESBELIEVE THE HYPE
#3 on “52 Places
to Go in 2015”
“Best U.S. Cities for 2015”
VISIT PHILADELPHIA helped generate 5,100 editorial stories (ad value of$10 million) about Philadelphia in 2014, and we started 2015 with some major
press. How did we do it? Content that highlights the wonderful Philadelphia storieswe have to tell; a respected and often-imitated Visiting Journalists Program; and media relations professionals who build relationships with press in all forms ofprint and electronic media.
“The City of Brotherly Love
is having a moment.”
“A visit to Philly without having
a few pints is a mistake.”
“Its cultural scene …
is unparalleled.”
“Philadelphia is loadedwith neighborhoods ripe
for exploration.”
“As for Philadelphia, it’s
going to have to face it:It’s a very cool place.”
30 S 17th Street, Suite 2010Philadelphia, PA 19103
“Philadelphia: The City of Art”
“America’s Next
Great Food City”
TRAVEL + LEISURETRAVEL + LEISURE
Philadelphia and New Hope
on “15 LGBT Must-Dos in 2015”
“No matter the season, there’s
always something to see or do …
and certainly to eat.”
MAGAZINEMAGAZINE
“Most Livable Global Cities For
Balancing Work And Play”
FAST COMPANY’S CO.EXISTFAST COMPANY’S CO.EXIST
visitphilly.com | uwishunu.com
New York)New York)
“25 Most Beautiful
Cities in America”